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What is PPC Marketing for Law Firms?
PPC marketing for law firms is a form of digital advertising where your law firm would pay for each time someone clicks on your ad. It involves bidding on the relevant legal keywords that people search for. When people search for a law firm and use these keywords, search engines show them your ad.
Because you are buying visitors for your site, it is a highly effective digital marketing strategy. This is even more so in the competitive legal market.
In contrast to PPC, SEO lets you get organic traffic to your site. In other words, this is traffic for which you do not pay. Although SEO is also effective, it is a longer-term strategy, and it does not show results quickly.Your law firm will thus build it up over time to gain an edge over your competition.
And herein lies its biggest drawback. Because it takes time, you often do not want to wait for your SEO strategy to be properly established.
PPC marketing for law firms fills this gap perfectly. It is one of the most effective digital marketing strategies because it provides almost instant results. It also gives you the opportunity to target users that you may not be able to reach throughSEO.
How Does PPC Marketing for Law Firms Work?
There are different types of PPC ads. These include:
Search ads. Search ads feature at the top and the bottom of search results. These look a lot like normal organic search results, but they show a small "Ad" icon which indicates that it is an ad. These ads are highly effective because they capture the searcher's intent.
Display ads. Display ads are not shown in the search results but on an advertising network across a variety of sites. These sites include sites like YouTube, Gmail, and many others. Although they are not as good at gaining instant results as search ads, they are great for building brand awareness.
Social media ads. Running ads on social media can be highly effective if you do them right. For its success, it is vital that a social media campaign appeals to the target audience and aligns with a business's goals.
Video ads. With Google Ads, you have the option to create video ads that will be shown on YouTube. Like all the other ad types, you can target key demographics, interests, and geographic locations with these ads.
The most common of these types of ads is the paid search ad. These ads appear when people search for specific things on search engines. They are especially helpful when people do commercial searches, or, in other words, when they are looking for something to buy.
As a law firm, you can use any of these channels, but because search ads are so effective, we will use them as an example. To drill down even further, we will specifically look at Google Ads.
When you launch a PPC for law firms campaign, you will have to produce a list of keywords that you want to target with these ads.
So, for your law firm, this could mean that you will use keywords like "legal services", "accident claims", or "divorce". Remember, though, this is just a small list of possible keywords and there are many more. In fact, the possibilities are endless when it comes to choosing keywords.
Once you have identified your keywords, you must give a bid amount. This bid amount is the amount that you will pay to Google when someone clicks on your ad.
This means, for example, if you choose "legal services" as a keyword you will have to give a bid amount. Now, let us say the bid amount is $1. Every time someone clicks on your ad, you will have to pay Google $1.
Now you might wonder how this works. Well, when someone searches for one of these keywords, Google uses an algorithm to determine which ads will feature at the top of the results.
This algorithm looks at two things. Firstly, it looks at the bid amount or, in other words, what different companies will pay for the keyword. Obviously, companies that pay more will feature higher than the companies that that pay less.
But the bid amount is not the only thing that the algorithm looks out for. It also looks at the quality of the campaign. Here, the campaign's quality score is Google's measure of the quality of the campaign and relevance of the keywords. This is a big contributor to the overall placing of the ad.
The ultimate winner in the race to the top of the results, is the law firm with the best combination of bid amount and quality score.
With PPC for law firms, you should remember that the higher your ad features in the search results, the more likely someone will click on it. For this reason, you should take all the necessary steps to ensure that your ad features as high as possible in the search results.
The other thing you should keep in mind is that, when using PPC for law firms, you only pay when someone clicks your ad. If no one clicks your ad, you do not have to pay anything.
How We Leverage PPC Marketing for Law Firms
Now you know what PPC for law firms is and how it works. More importantly, though, let us look at some of the specific things we will focus on when we develop an effective PPC strategy for your law firm that will give you the best results. With such a strategy, you will get more traffic, more leads, and you will increase your revenue.
When it comes to PPC for law firms, careful selection of keywords is vital. We begin any PPC campaign for a law firm with the proper planning of the keywords that we will target in the campaign.
By doing this, we avoid broad match, single-word keywords. We also use keyword research to make sure that we match the keywords to your specific types of clients and the services you offer. In simple terms, we make sure that the keywords are relevant to your firm and services.
By doing this, we know that you will attract more potential clients who are likely to use your services. And if you attract these clients, it is more likely that they will click on your ad.
Also, we look at keywords with high search volumes. It is of no use if we use keywords without the necessary search volumes to increase your website traffic.
So, we base our strategy on finding keywords for your law firm that have high search volumes and high relevance. This means you get quality visitors and lots of them. This, in turn, increases your return on investment and you get the best bang for your buck when it comes to PPC advertising.
But it does not stop there. We also look at negative keywords. These keywords are the ones that we do not want Google to show your ads for. So, if we do the simple math, we focus on keywords that we want your ad to show for and we cut keywords that we do not want your ads to show for. This means you get the most relevant traffic to your website.
Targeting Your Audience
Another vital aspect of your PPC success is reaching your target audience. To properly target the right audience, we use analytics to study your ideal client. With this data, we can target the audience that wants to view your ads and who are more likely to use your services.
As such, we can target specific groups of potential clients. We can, for example, target a specific group of clients based on things like:
mobile phone use
time of day
We can also look at your current client base and from there we will be able to develop a custom audience for your PPC marketing strategy. This, ultimately, means that we will target clients which are very similar to your current clients.
And when they are alike, they will be more likely to click on your ad. To further improve your strategy, we are also able to analyze your competitors' PPC campaigns. From this data, we will be able to optimize your strategy to make sure you stand out from the crowd.
When we design your ad, we aim to be unique. In other words, we try to focus on the qualities of your firm that makes you stand out in the crowd.
So, if you are a law firm that does a certain type of work that few other law firms do, we will use that in the ad. In this way, customers immediately see why they need to click the ad and why they should contact you. This gives you an advantage over your competitors.
We also keep it simple. We focus on communicating a clear and direct message that is easy to navigate. This is simply because complicated wording can overwhelm clients. If they do not understand the ad at first glance, it is more likely that they will not click on it.
Our aim is therefore to focus on conversational language that is easy to understand and will show clients exactly what the ad is about. When we do this, prospective clients will be more willing to click on the ad.
Managing Your PPC Bids and Budget
Although PPC for law firms is an excellent tool to incorporate into your law firm's marketing strategy, you can run into a major problem if you do not understand how it works.
This danger primarily relates to your ad spend spiraling out of control and this is the downfall of many PPC campaigns. For example, Google AdWords is the leading PPC tool, and it gives users extensive capabilities when it comes to controlling their ad spend.
However, it boils down to very precise parameters that are easy to misunderstand. As a result, you can end up paying too much for the wrong kind of clients or the wrong kind of ad. The result is that you end up spending your whole PPC budget in only the first few days of the month.
Our goal is to help you achieve the best conversion rate possible. In simple terms, we want you to have the most promising results while paying as little as possible.
We do this by creating a budget for your PPC strategy. Initially, we use this budget to gather data. From then on, we make adjustments to your bids and keywords to optimize your PPC strategy. Ultimately, this gives you the best results inline with your budget.
Once we have implemented your PPC strategy, it does not stop there, though. One of the things that makes a PPC strategy so effective for your law firm, is that we make improvements to the strategy as time goes on.
To do this, we actively track the performance of your PPC campaigns. During this process, we gather important data, and we can see what works and what does not.
We, for example, look at metrics like click-through-rate, conversion rate, and many more, to see the complete picture of how your strategy performs.
With this data in hand, we are then able to make changes and improve the strategy where necessary. This ensures that you get the best results from yourPPC spend.
We also provide you with this reporting data so that you can see how your ads are performing. This not only keeps you up to date with your PPC performance, but it keeps us accountable to you.
Now you know how important PPC marketing is for your law firm. It can attract the type of clients you need to your firm, while increasing your revenue in the process.
To implement an effective PPC strategy, though, is not as simple as it seems.It takes a lot of work, planning, and effort to get the strategy to where it delivers the best results.
For this reason, you need the right digital marketing agency for your law firm.
NITRO PLUG digital marketing is the industry leader in digital marketing for law firms. We have specialized in law firm marketing for several years and we have all the tools, skills, and expertise to make your digital marketing efforts a success. So, if you are looking for an experienced digital marketing agency for your law firm, you are in the right place.
If you want to know more about us, or how our services can improve your law firm's revenue, visit our website, or contact us for more information.
We have helped several companies across a variety of industries grow their businesses and increase their customer base with digital marketing